Commit to making at least one change in each campaign. How would you finish this sentence? "I need to...":

Change my from name.

Change my subject line.

Change specific words.

Change the subject line format.

Add content.

Decrease content and simplify.

Increase clickable areas or links.

Highlight actionable items more.

Change copy.

Modify the layout.

The Last Word

Keep it simple. Initially, test only one area at a time to maintain simplicity and establish a testing regimen. Base your prioritization of success factors on the easiest things to test that will result in the best return.

Establishing a test regimen is the key to unlocking higher open, click, and conversion rates. But don't stop with just one test. Far-reaching conclusions based on one test are not predictive.

Repeat tests where possible over a set time period. Aim for at least three controlled tests before drawing a meaningful conclusion. This will keep you on track for continual growth and improvement in your email marketing program.

Email marketers list testing as one of their top priorities year after year. However, most do no testing at all. At the very least, they rely on unscientific tests and their instincts to determine which subject line, offer, or creative will perform the best.

Testing is not a short-term silver bullet that will solve all your problems. You can't run a few tests and expect your program to hum along profitably for years. What worked well last year probably will not work now.

Marketers who test effectively to achieve significantly higher open rates, click-through rates, and conversion rates are disciplined to run A/B split tests in every email campaign and committed to making changes in their program that make a difference.

In this column, I will explore six steps to effectively test your email marketing campaigns.

Step 1: Ask a Question

What are you hoping to achieve? Determine a specific objective to accomplish for each email campaign. Don't attempt to achieve multiple objectives with one blanket approach.

A series of small steps can be easy to test and analyze. Structure your thinking this way: "I'd like to...":